Purchase @ Pump
Gilbarco Veeder Root Customer Engagement
We designed layouts and created assets to ensure each client and the end-users would enjoy a branded consistent product.
It was a time-consuming work, so in order to save time (and money) we also decided to design templates for different product categories.
Iterations are off course inevitable, as they should be, but with some clients iterations rate was significantly exceeding the average.
It was more time consuming than predicted and we wanted to save that time, without compromising the quality of content, client satisfaction and end-user conversion.
So we tried different approaches. We started learning from repeating iterations and documenting them to avoid them. We manged and maintained all requests so we could have assessment for next months amount of work.
And we also created a friendly "spec" form for those clients with high iteration rates, to help them focus their requirements and make our communication better.
We always encouraged client feedback and we kept testing the end-user transactions. Our approach was creating a dynamic product so we constantly searched for ways to improve and maintain up-to-date content and visuals.
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Gilbarco who?
Since 1865, Gilbarco has manufactured the world’s leading fueling and convenience store equipment and technology.
At 2019, GVR launched a fuel dispenser with an integrated customer engagement service — The next generation of forecourt interaction, giving retailers 3rd party custom content and apps.
We were the R&D team that developed the service and the GVR apps.
Roles & Responsibilities
Prodcut design
lead UX/UI
Team
4 developers, 1 QA and me as the product designer.
PM
located in US and we had weekly meetings.
Duration
6 months
I was responsible of UX research, front-end user flows, wireframe & design, design system & documentation.
This project was special because the team was amazing. We had great team dynamics, collaboration, we helped each other, team meeting were very reproductive. It set an "A-team" vibe and eventually helped us deliver a product we were proud of.
Overview
My first (major) design system project
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This product is basically a NEW touchpoint on the customer journey map. It opens a NEW marketing channel for our clients - the retailers,
We wanted to make that touchpoint ready to use so we decided to develop 2 coordinated products:
Family of 5 different apps, so the retailer could immediately enjoy a variety of content and different marketing interactions with his customers: play games and win prizes, in-store sales display, pre-order and give feedback.
Why not ONE app with all the features?
Not all of our clients were big league players, and we wanted to let them choose which and how many apps to use.
Also, the business model was selling those apps (with other 3rd party apps) on GVR AppStore.
Content Management service for those 5 apps. We wanted to give the retailer the usebillity to insert his own sales data into our design and enjoy a faster, dynamic, interactive, live and accurate marketing.
The Goals
Maximize profits during every fill-up
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Our first goal was help our clients increase conversion and enhance customer engagement by creating a seamlessly, friendly and secure interaction with the end-user.
Our second goal was security. We were obviously facing a self-service product and had to comply to strict payment system laws and constrictions. We had to achieve security in both technical aspect and user experience wise. Without fast technology, clear UI, and cohesive UX the customer wouldn't feel safe and confident enough to follow through the purchase. Our challenge was to make all those parameters align together.
Challenges & Constrains
Split Screen & Swap Content
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The PM was located in US, and the PDR was written before our team got involved.
I believe UX should be involved at the beginning of the product planning. On this project, I must admit, I didn't fully understand the motivation behind some of the requirements. The "A-team" was there to the rescue.
The requirements document stated that the screen will have 4-6 optional layouts, with up to 4 frames of (different) content on each layout.
Each layout will have 1 main frame, so the user could choose the main content by swapping side content to the main frame.
I felt discomfort with the split screen and swapping ideas.
I imagined having 4 different contents at once, as a very confusing and disturbing experience. In my mind, swapping behavior is out-dated and as such, surprising and confusing.
I was afraid this could jeopardize the clear, cohesive experience I was striving for. On top of all, I thought of the content management product and how difficult it would be for retailer to upload (and create) so many images for all frames.
So I offered a few substitutes:
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Staring with one app layout, testing in field trial and after feedback, moving on to split screen
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As opposed to swapping, having a menu to navigate between contents is a much more intuitive behavior nowadays.
Research
bla bla
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image of presentation: personas, competition
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wire frames & user flows
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images from presentations: user flows
wireframes/initial design
final design and refinment
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all 5 apps in 1 flow?
bla bla
Feedback & conclusion
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images from field trials
